Research On The Factors Of Guangxi Regional Brand Image Effect Based On The Perspective Of Consumers

With the development of regional economy,formed a lot of regional brands that have strong influence, such as silicon valley, Japanese electronics, etc.; In reality there are quite a few products with brand naming the administrative area of origin or the name of the local landscape scenic spot, the brand is also a product of the regional economic development, is a group of producers in a certain concentration within a geographical area or the restriction of the origin of geographical environment, people customarily call this kind of brand of geographical brand, with title\"name+name\" way, such as Texas reasonable, weifang kite, shanxi LaoChenCu, guilin rice noodles, etc., combined with the related research at home and abroad, this study put in a Shared or jointly owned enterprise brand of geography and driving the development of regional industry cluster formation of the regional brand are collectively referred to as regional brand, regional brand refers to a group of producers within a certain area or the public enterprise brand name or logo, the other is the difference between a certain geographical areas used by producers and operators. With the development of the market economy, the competition between brands gradually increased, and behind the brand competition is the competition of brand image, brand image in consumers’ mind form a kind of perception and judgment about the brand, from the consumer’s point of view, the stand or fall of brand image is the basis of consumers to buy a good brand image can stimulate consumers’ willingness to buy, maintain long-lasting brand loyalty to the brand, but also can reduce the risk of consumer shopping. As a certain region within the regional brand, must from the perspective of consumers, the increasing regional brand image, increase the consumer’s purchase intention, form the brand loyalty of regional brand.This study from the perspective of consumers, on the basis of reading a large number of related literature at home and abroad, choose the brand image theory, the theory of consumer purchase intention, brand image of origin theory, consumer national centralism theory as the theoretical basis, this study adopts Zhu Yongge, Susan about geographical factors affecting brand image measurement model as basis in this paper, we study model, such as the brand image influence factor model that in the consumer point of view, the influencing factors of regional brand image has two aspects, namely environmental dependencies and historical heritage, the model has been verified. On the basis of the model, based on the theory of national center consumers and consumer oneself habits, enriched the measurement model, increased regional consumer preferences and consumption habits and other two factors. This paper takes the four factors as the independent variable to study the influence regional brand image and the influence of regional brand image on consumer purchase intention,And combination of brand image on consumer purchase intention scale, on this basis, from the perspective of consumers, to develop suitable for regional brand influence factors affecting regional brand, regional brand image and consumer purchase intention scale, adopt the method of combining theoretical analysis and empirical analysis, the college students as the research object, to carry on the questionnaire survey, recycling effective questionnaire270, using SPSS statistical analysis software for survey data analysis and processing, exploratory analysis based on the regional brand image in the view of consumers influence degree and mechanism of regional brand image on consumer purchase intention, the obtained conclusions could increase the brand image of regional brand production operator provides new train of thought. Specific studies include:Put forward the research hypotheses and questionnaire design. This article first to the regional brand, regional brand image and consumer purchase intention do defined concept, in order to reduce the questionnaire survey and related item of fuzziness. Then based on the former research literature, in combination with regional consumer preferences and consumer habits, puts forward the possible factors influencing the regional brand image of assumptions and regional brand image affect consumer purchase intention. Assumes that the dependence of environment, history and regional preferences, consumption habit is the main influence factors of regional brand image; Assuming that regional brand image have a direct positive influence on consumer purchase intention. In these assumptions for dimensions, consider some of the factors in the set questions in the questionnaire is analyzed, and the questionnaire for debugging, and the result of the questionnaire reliability and validity test. According to the research hypothesis and existing research results, combined with consumers build the factors, which affect regional brand image and the regional brand image and influence customers purchase intention model.Data collection, processing and analysis. Collect the questionnaire and data statistics in the first place, introduces some basic information of subjects, and then use SPSS software for data described confirmatory factor analysis, it is concluded that the influence factors of regional brand image and the influence of regional brand image and consumer purchase intention, finally will impact factor and regional brand, regional brand image and consumer purchase intention correlation and regression analysis, put forward research hypothesis and conceptual model of mentioned above.Come to the conclusion. Results indicate that:the study questionnaire has high, the reliability and validity of four aspects based on the consumer’s point of impact on the regional brand image significantly, regional brand image is divided into two dimensions of external image and internal image have an effect on consumer purchase intention, to build the consumer, regional brand image and consumer purchase intention between the conceptual model. Research conclusion can provide regional brand production operators in shaping the brand image to provide theoretical support and effective practice guidance, set up a regional brand image, so as to improve the competitiveness of the regional brand.